Brands cash in on Rihanna tour

Brands are looking to cash in on Rihanna’s popularity as both Renault and Nivea launch major promotions in the run up to the pop singer’s US and European tour.

Rihanna in Nivea campaign
Rihanna in Nivea campaign

Nivea and Renault, which are both sponsoring Rihanna’s “The Loud Tour”, are running separate competitions offering fans the chance to win concert tickets and merchandise and the opportunity to meet the Rude Boy singer.

Nivea’s campaign includes a Facebook application that allows fans to create an online music video and star alongside Rihanna.

Renault has launched a multichannel campaign, including TV, radio and press advertising to support its sponsorship. It will run until the start of the tour in mid September.

Throughout the 23 date tour Renault will have cars on display and run advertising at the events well as press and online advertising.

Renault hopes the campaign will drive traffic to dealerships and encourage test drives of its vehicles.

Rihanna has previously starred in Renault’s Va Va Voom ad campaign for its Clio model, alongside Dita Von Teese and Thierry Henry.

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